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A grounded theory approach to determine the factors affecting tourism decisions
Today’s tourists want a personalised service that provides not just detailed information about destinations, but also packages tailored to their individual needs. This paper proposes a conceptual customer relationship management model for the tourism sector. The study was carried out by conducting in-depth interviews with the owners and senior managers of tour operating companies in the cities of Bhopal and Indore, Madhya Pradesh, India. Eighteen tour operators and managers were interviewed, each of whom had at least five years of experience working in the sector. The content was analysed using the grounded theory approach. To help deliver value to customers and hence develop stronger customer bonds, the model developed through this research includes factors such as natural characteristics, amenities, social environment, attractions, accessibility, security, promotions and customer feedback. By considering these factors, tour operators can design their customer acquisition, servicing and loyalty plans to enhance customer relationship management in tourism.
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Rekha Attri is an Associate Professor of Marketing at Jaipuria Institute of Management. Her research interests include consumer behaviour, higher education and tourism. She has conducted management development programmes for professionals across a variety of industries.
Sahil Jasrotia is an Assistant Professor of Marketing at Jaipuria Institute of Management. His research interests include consumer behaviour, retailing, tourism management and marketing education. His research has been published in such journals as International Journal of Retail and Distribution Management, Journal of the Knowledge Economy, Journal of Education, and Journal of Public Affairs.